How to become the go-to authority for advice in your industry

Want to know how Michelle Bridges became the face of the fitness industry, Dr Chris Brown became the expert on animals, and Todd Sampson became the celebrity of the advertising world? PR!

Each of these personalities knew their niche, stakeholders and key messaging, and used traditional and social media as one of their PR tactics to grow their profile and raise awareness of their business through representing the industry as a whole.

If you’re the CEO, COO, MD or another title of significance, then it’s time to put your years of experience and learnings to good use and showcase your expertise to your key audiences.

Thought leadership

If you were to come to a PR agency for support in raising your profile and ultimately building on your enquiries and sales, we would suggest a thought-leadership approach as one of the tactics. Thought leadership demonstrates your authority on a subject and positions you as the go-to leader in your field through a host of channels including columns, interviews, videos and more.

Offering free information is one of the first steps in any commercial sales funnel to help the consumer establish awareness, attract interest and arouse desire for your product or service. By placing one experienced and confident person as the face of your business, you develop an identity for your brand, and that identity becomes something that people can connect with.

Traditional Media

Your PR agency would sit with you and explore your key areas of expertise, your passions and what action you would want your potential customers to take. This would form our content calendar and from there we would help draft letters to the editor, video scripts, blogs and LinkedIn posts to help share the message with relevant audiences.

We would also identify the key media outlets for your brand and develop a contact list of editors and journalists for a meet and greet program. These meetings have proven highly successful for our clients and have kickstarted long term mutually beneficial professional relationships.

Owned media

One channel that is still absurdly undervalued is clients’ own social media and digital channels. From live videos to polls and blogs, brands have more access to their audiences than ever before! We highly recommend placing a strong focus on your owned channels when it comes to profile raising and thought leadership strategies. These days videos can be repurposed for your website, blogs, Facebook, YouTube, in-store televisions, media packs and much more.

To start building your own thought leadership program, contact Elevate today for an obligation free discussion.

For more tips, check out our other blogs on how to position your brand as leaders in your industry.